It’s no secret that Kellytoy — a subsidiary of Jazwares — has a massive hit on its hands with Squishmallows.
To date, more than 500 characters are available and the brand continues to grow with more than 73 million plush characters sold since their debut in 2017. Of course, the limited nature of certain characters is fueling a secondary market that’s been a bit of a statistical mystery until now. Already a darling of independent toy stores, big boxes, and drug stores, Squishmallows are also doing big business on eBay.
Reps for eBay tell the Toy Book that 57,381 listings for Squishmallows have been placed on the site so far this year — an average of 690 a day. As for individual units, more than 58,000 Squishmallows have been sold on eBay this year.